C-Talks

Altınbaş University Student Dean's Office has launched the event series C-Talks titled "The Rules of the Game Have Changed: Code Name Z," bringing together brand managers and students to provide information about the industry.

The first guest of the series was Murat Yüksel, Human Resources Director at L'Oréal Türkiye.

Especially with the pandemic, many parameters have changed in the business world. The expectations of Generation Z, the values they care about, are now forcing institutions to change. Not long ago, 3-4 years ago, the hybrid working model, working remotely or individually and freelancing, was not well known or discussed. Now, with the increasing digitization and the entry of the e-commerce business model more into our lives, all these have become today's reality. So how will this change and adaptation happen? How will institutions and the new generation of employees come together in the business world? To find the answers to these questions, Altınbaş University Student Dean's Office initiated the C-Talks discussion series. They planned a series of events that would bring together students of Generation Z with sector and brand managers. The program started with the first event named "The Rules of the Game Have Changed: Code Name Z," which hosted Murat Yüksel, Human Resources Director at L'Oréal Türkiye.

The discussion, held at the 100th Year Conference Hall on the university's Gayrettepe Campus, was attended by numerous brand representatives, students, and academics. Murat Yüksel, serving as the Human Resources Director, talked about the rules of Generation Z that are changing institutions and answered the participants' questions.

"Business life has evolved into a new order with digitization and e-commerce."

Stating that business models with digitization and e-commerce channels have evolved into a completely different order, Murat Yüksel emphasized the prominence of sustainability. "Institutions want to value more people and achieve cultural sustainability. Generation Z is a questioning generation. When you look at their expectations, they want to see meaningful brands and institutions in front of them. It is very important for the institution to have a purpose for this generation. So today, we can say that our brand has evolved into a 1 billion euro R&D giant that embraces technology, approaches all segments of society with an inclusive strategy, values women and animals, and tries to find solutions to social problems with social responsibility projects," he said.

In such an environment, Murat Yüksel stated that for companies to survive, they must first focus on their employees. "In the age of artificial intelligence, they must seek ways to make people feel good. They must elevate their current employees to a higher level. They must start with the understanding that the future will not be like this. For example, traditional sales teams are turning into e-commerce experts with serious investments and training. The limited resources increase competition, which is actually in favor of employees who have undergone their own evolution," he expressed his views.

Stating that they implement long-term internships and management training programs to train future management teams, Murat Yüksel provided advice to institutions in this regard. He said, "We used to say to employees as HR officials, 'You drive the car.' Now we know that they need a co-pilot next to that car. What the new generation of human resources needs to do is to support the needs of the employees in this journey," he said.

Answering many questions from young people, Murat Yüksel provided important tips that would help them during their working life and job searches.

"Skills are becoming more prominent."

Yüksel, who said that recruitment strategies based on skills are now in effect, explained that there is a need for an analytical perspective and the need to look at the glass from different sides. He emphasized that there is a need to look at life as a math and pointed out that engineers are now positioned in marketing departments. "Now we look at whether there is experience in NGOs? Have they worked in school clubs? Have they sweated for the benefit of society? We look at these in resumes," he said, advising students to work in these areas.

"The person who puts his hand under the stone will be successful."

Stating that the biggest success is for a person to know himself and know what he wants, Murat Yüksel said, "It is important to communicate without fighting with yourself in the mirror. You must have a plan and a goal. Be curious and always be questioning. Do not be one of those who say, 'This is not my job.' Real growth occurs there. If you are the person who puts his hand under the stone, you will be successful," he said.

"International experience is important."

Finally, addressing the criteria for starting a job, Yüksel recommended that students try to choose companies where they can grow. He also advised them to have a long-term internship abroad, provided that they return to the country. He recommended that they get to know different cultures and apply what they see in the places they are in.